Air conditioning has two very different buyers. Commercial clients - offices, shops, restaurants, server rooms, surgeries - buy installation and planned maintenance, care about response times when a unit fails in July, and want service reports and refrigerant compliance paperwork. They choose on reliability and stay for years. Domestic buyers are newer and far more seasonal: a bedroom that is unbearable in a heatwave, a home office in a loft, or interest in air-to-air heat pumps to heat as well as cool. They search late, often during the hot spell itself, and are surprised to find installers booked for weeks. They want to know about noise, where the outdoor unit goes, whether permission is needed, running costs and how quickly you can fit. Portable units from the shops are the domestic competitor, so the website has to explain why a fixed system is worth it.
When demand peaks. Domestic enquiries surge the moment a heatwave is forecast and fall away just as fast, so spring is when to capture planned installs. Commercial maintenance runs all year, with breakdowns peaking in hot spells. Interest in air-to-air heat pumps rises in autumn as heating bills come into view.